Las Vegas Launches “Welcome to Fabulous” Campaign to Ease Woes
Las Vegas is doubling down on its legendary brand promise with the launch of the new “Welcome to Fabulous” campaign, inspired by the city’s world-famous sign that has greeted visitors since 1959. The Las Vegas Convention and Visitors Authority (LVCVA) unveiled the initiative as more than just a marketing effort, positioning it as a renewed pledge of the destination’s enduring appeal.
The campaign arrives at a pivotal moment, highlighting that hospitality, glamour, and unforgettable experiences are not fleeting trends but the timeless DNA of Las Vegas. “’Fabulous’ isn’t just a word on a sign—it’s our identity,” said Steve Hill, president and CEO of the LVCVA. “As our city grows, our foundation remains unchanged: we are committed to providing fabulous experiences for every visitor, at every price point.”
Developed by R&R Partners, the agency behind the legendary “What Happens Here, Stays Here” campaign, this new initiative is built on extensive research into shifting traveler expectations. “At a time when all of us need a break, ‘Welcome to Fabulous’ is a reminder of how Las Vegas makes you feel,” said Michon Martin, CEO of R&R Partners. “It’s an invitation to find your own version of fabulous.”
The campaign will span broadcast TV, digital activations, immersive experiences, and partnerships across the U.S., with its debut 60-second spot airing during the Dallas vs. Philadelphia football game. The ad tells the story of an office worker who escapes her daily grind and is swept into the neon glow of Las Vegas, visiting icons like Circus Circus, Fremont Street Experience, The Venetian Resort, and more.
Music also plays a starring role. The campaign’s title track, “Welcome to Fabulous,” is performed by GRAMMY Award-winning singer Eryn Allen Kane and produced by Dave Sitek, offering fans a soundtrack they can share on platforms like Instagram and TikTok.
“After 65 years, the ‘Welcome to Fabulous Las Vegas’ sign continues to symbolize our promise to visitors,” said Kate Wik, LVCVA’s chief marketing officer. “This campaign reaffirms that legacy, capturing the unmatched energy, brilliance, and excitement that make Las Vegas the ultimate escape.”
